Lunch and Learn: Neuromarketing Research Reveals the Power of Premium Labeling in Wine & Spirits

This webinar offers a research-backed perspective on how wine & spirits labeling influences consumer behavior—through the lens of neuromarketing. Led by UPM Adhesive Materials and Kurz, the presentation will highlight results from past neuromarketing studies on white wine and gin, and offers a first look at the insights from a new study on tequila labeling.

Key Takeaways:

• Gain actionable insights into how W&S labels influence consumer perception
• Discover how neuroscience tools reveal subconscious consumer responses to materials, embellishments, and tactile cues
• Learn about latest innovations in label materials and embellishment and decorative solutions for W&S labeling

Speakers:

Allan Quimby, Head of Marketing, KURZ Transfer Products (KURZ USA)

Allan Quimby is the Head of Marketing for KURZ Transfer Products, LP (KURZ USA), part of the global KURZ Group, a world leader in decorative and functional surface solutions serving the packaging, label, plastics, high security, and automotive industries. With more than 18 years at KURZ, Allan has been instrumental in shaping the company’s marketing and business development strategy across North America—bridging innovation, sustainability, and design to deliver measurable value for brand owners, designers, partners, customers, and converters.

Florencia Daroni, Packaging Solution Manager, Wine and Spirits, UPM Adhesive Materials

Florencia Daroni is the Packaging Solution Manager for Wine and Spirits in Latin America at UPM Adhesive Materials—a leading global supplier of high-performance, innovative self-adhesive products, including label materials, graphic solutions, and specialty tapes. UPM is recognized for its customer-driven approach. With over 15 years of industry experience, Florencia brings a unique blend of technical expertise and creative insight to the world of packaging. Her career began with a degree in Enology, through which she developed a deep understanding of wine production and quality processes. Her early roles in the industry helped her build a strong foundation in operations and product development. Over time, her focus expanded to include packaging innovation, combining her knowledge of the beverage sector with a passion for design and sustainability.

*If you are not a TLMI member, by registering for this event, you agree to be added to TLMI’s prospective member list and may be contacted by TLMI.